International Brands Are Difficult To Dominate The Chinese Market.

With ZARA, H&M and GAP oligomerization

Paul French, the chief representative of China Asia, a market research firm, thinks GAP is a struggling brand in the international market and the US market. It is too late to hope that China will become its salvation.

Whether ZARA or H&M, the European style is copied to China, especially ZARA. Even the props in the store are shipped from Europe.

H&M China sells mostly small trumpets in the shop. The reason is that all the plates are from Europe. For relatively thin Asian people, trumpets can meet the needs of stature.

At this point, the later GAP seems to pay more attention to the integration with the Chinese market.

In the exclusive store of GAP on Huaihai Road in Shanghai, all the characters in the advertisements are Chinese and foreigners. They want to tell Chinese consumers that the brand is international, but they also contain Chinese elements.

Insiders said that although she was more optimistic about ZARA and H&M, she and her colleagues believed that after ten years, the Chinese clothing retail market would be the world of local brands.

Because local brands have strong imitation ability, they will learn the advantages of international brands in a short time.

Nowadays, the hot days on the first day of the opening of ZARA Nanjing West Road store in Shanghai have rarely been seen. Apart from the two quarter discount season, the gap between the remaining time passenger flow and local clothing retailers is not obvious.

Paul French also said that one of the issues they are very concerned about is who will become China's ZARA.

He thinks that the growth of Chinese local retailers in fast fashion is only a matter of time.

The disadvantage of local retailers is that their clothing series are not as "fashionable" as international brands, and marketing methods seem "somewhat cold", and stores are not attractive enough.

In addition, in a face and identity supremacy market, brand lack of international status is also a short board.

But the advantage of local retailers is that they are very fast in the whole country when they make up their minds, and the profit margin is also an advantage.

In view of the rapid growth of income and disposable income of the two or three tier urban residents, the importance of rapid distribution for sales and profit maximization can not be underestimated.